Interbrand has rebranded Daydream Island
Interbrand has rebranded Daydream Island which includes a new brand identity and positioning.
The announcement:
Interbrand launches major rebrand for Daydream Island
Interbrand has launched a major rebrand for Australia’s Daydream Island that includes a new brand identity and premium positioning as it prepares to reopen on 10 April.
The brand consultancy agency was appointed to Daydream Island last year to reposition Daydream Island after it sustained significant damage when Cyclone Debbie struck.
After an extensive two-year redevelopment, the new brand signals the revitalised premium offering guests will experience; from the relaxed dining concepts and vibrant bars to the modern rooms and suites with waterfront views.
The new brand identity was born out of research into the Island’s past, its people and the vision for the future, calling on the Resort’s loyal Facebook community to help share their memories adding colour and depth to the new brand story.
The renewed logo incorporates two of the Island’s most iconic residents, the beloved mermaids and the Island’s very own Living Reef residents – the stingrays.
The new look and feel for the brand has focused on immersive photography that aims to inspire guests to imagine their first steps onto the Island.
Custom abstract illustrations inspired by the landscapes, flora and fauna surrounding Daydream Island will also become synonymous with the brand.
Daydream Island Director of Sales and Marketing Jayson Heron said the rebrand was an important step for the Island’s transformation to a premium holiday destination.
“The Island has undergone a huge journey from the devastation caused in 2017 by Cyclone Debbie and we wanted the new brand to signal the evolution of the Island. The new brand gives a nod the Island’s heritage whilst also looking to the future.
“It’s been great working with a trusted partner like Interbrand. They did extensive research, engaged the team and delivered a brand identity that is truly represented of what Daydream is and aims to be. The team have been fantastic to work with, always supportive and able to work through a range of projects from the Brand Identity to merchandise and menus.”
Interbrand CEO Nathan Birch said: “It’s been a privilege getting to work on one of Australia’s most famous islands, repositioning the brand to appeal to a new customer segment and develop a new brand identity alongside their team. The new look connects with the premium experience offered at Daydream Island, tapping into a new vision of Daydream Island in a fresh and modern way.”
The new mermaid/stingray logo is pretty ordinary – and thankfully it looks like Daydream have already abandoned it altogether on their website. Good call on that… They really need to distance themselves from the ‘mermaids’ if they are going to be serious in re-positioning daydream as something new and exciting
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Yes time for a change, although i did enjoy them everyday commuting to and from work ?
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